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Whiskas introduces purrst-graduate counterpart to Kitten Kollege

Whiskas has launched Kat Institute of Technology (KIT), a content platform featuring a collection of comic live action and animated videos offering tips to cat owners on how best to take care of their pets.

Created by Abbott Mead Vickers BBDO, in collaboration with MediaCom and Google, the campaign currently includes comprises six live-action films, and 13 short animations.

It was created by Richard McGrann and Andy Clough.

The live-action films were directed by Big Red Button (Johnny Burns and Pier van Tijn) through Biscuit, and the animations were directed by Christos Lefakis and Yannis Konstantinidi through Nomint.

The campaign follows Kitten Kollege, launched in 2015, which uses a similar theme to educate kitten owners on looking after their young animals.

KIT uses Google search data to identify and provide answers to the most frequently asked questions that cat owners are searching for online.

Katie Griffiths, European brand manager at Whiskas, said: "This campaign is the next stage of our journey to help consumers understand how to feed their cats’ curiosity. There are over 30.4 million online searches for cat related queries every month, covering everything from what to feed my cat to what is the right breed to choose.

"As one of the most trusted brands in cat care, we wanted to be there to help cat owners at the moments that matter and bring our expertise to life in a new, engaging and informative way."

McGrann and Clough said: "We’ve often harboured a suspicion that the universe is being secretly run by cats. The Kat Institute of Technology gently pokes fun at the tech industry, with their funky offices and funky ideas. It’s as if somebody had put cat flaps on the doors of Silicon Valley."